| 摘要: | 所謂電視購物是指消費者不需再以傳統方式採購所需的商品，而是可在家裡透過電視購物頻道，使用信用卡、轉帳或會員卡等電子結帳方式與銷售廠商往來之一種交易系統。
近來，韓國和台灣的電視購物市場通路蓬勃發展，電視購物擁有的最大競爭優勢即是無需實體店舖即能直接與消費者接觸的一種行銷模式，讓消費者能不受時間、空間的限制來購買他們所需的產品及服務。 然而，以身為韓國研究生的角度進行調查發現，有關於韓國與台灣的電視購物相關論文及學術報告，雖然是琳瑯滿目，但多數以消費者行為或行銷觀點來統計分析研究為主，卻鮮少看到以台韓兩國間合作的成功實例作為探討的案例。根據筆者的了解，東森購物台與韓國CJ購物台合作之後，躍升為台灣購物台的龍頭地位；富邦集團的MOMO購物台與韓國的樂天購物台合作，至今仍然穩站台灣市場第二大電視購物台地位之成功歷程等等。
此外，亦有台灣的某進口商自韓國引進慢磨蔬果機，透過V電視購物台舉辦產品發表會之後，成功打入台灣市場。 另一方面，亦有韓國首爾的某進口商自台灣引進台中某廠商生產的新素材高品質收納盒，與韓國C電視購物台接洽合作，透過該台的購物頻道在韓國市場問市，首日播放時間原定為一小時，結果未到四十分鐘將備妥的兩個貨櫃量的商品銷售一空，並在韓國掀起了一波台灣收納盒的購買熱潮。另一位台灣廠商發明了一種家庭用拖把叫做「好神拖」非常適合韓國家庭使用，專門進口台灣產品的朋友告訴筆者說「好神拖」在 韓國的電視購物台播放後立刻引起消費者的注意，造成話題，結果銷售非常成功，台灣的廠商為了應付韓國下的訂單日夜不停的趕工，據了解，每個禮拜的出貨量達到70個貨櫃的驚人數字。
本篇論文主要分析研究，如何以堅持高品質的信念所開發出的一台革命性小家電產品「慢磨機」，如何進入台韓兩國的電視購物台市場，上市之後以怎樣的行銷模式可在最短的期限內讓產品的曝光率拉到最高點，進而成功達到耀眼的銷售業績，甚至不到兩年的時間將慢磨機的市場拓展到世界六十五國以上的史無前例的成功實例，提供給眾多有心進入消費市場規模亞洲前茅的韓國與台灣的相關業界和有關人士們做參考，更期望不久的將來能有更多產業的成功實例不斷地出現，讓韓國和台灣之間的商務交流更上一層樓，進而能夠帶來兩國的持續繁榮與進步。
The so called TV Shopping refers to a new shopping system which grew up very fast thanks to the rapid expansion of the internet. The TV Shopping channel broadcasting product demonstrations or explanations towards consumers who just stay at home to place order online and make electronical payment to the sellers through credit card, bank transfer and/or membership card.
TV shopping business has boomed up greatly in Korea and Taiwan recently. The most beneficial advantage is that it enables the sellers to get in direct contact with the buyers without a physical store while the buyers can obtain whatever products or services they needed online without the limitation
of time and space. Author, a graduate student of Korean nationality on this subject, has found quite a few articles and thesis related to this subject, but most of them are oriented from the viewpoint of the comsumers behaviors or promotion effects for statistical and analytical purposes. Few studies deal with successful cooperation cases between Korea and Taiwan as an example for the study. This study has found that the Eastern Shipping Channel, after cooperated with CJ Shopping Channel in Korea, now become the biggest shopping channel in Taiwan. A second case is, the MOMO Shopping Channel, after cooperated with Lotte Shopping channel, now become the second biggest shopping channel in local market. Through the introduction made by V Shopping Channel, the slow juicer imported from Korea now successfully entered into Taiwan market. A certain Korean trader imported storage box made in Taiwan and arranged C Shopping Channel for promotion. Out of expectation, originally the shopping channel reserved one hour for this program, but only forty minutes, two containers of storage box firstly imported were sold out. It created an hot sales wave of that storage box in Korean market. There is another case. The ‘SupaMop Hao Shen Tuo’, made in Taiwan, after the TV shopping channel introduced this product to the public, Immediately caught the attention of Korean consumers. They said the manufacturer has to work overtime to export 70 containers of SupaMop Hao Shen Tuo weekly.
This thesis is mainly concentrated on the analysis and research of a revolutional electrical appliance called slow juicer which the manufacturer insisted to make of highest quality, how it can successfully entered the TV Shopping Channels in Korea and Taiwan, how it can reach highest exposure rate in short period to win enviable sales record. In fact, this product has entered the market in 65 countries in less than two years. This study attempts to provide this unprecedented case for those entrepreneurs who want to develop Korean and Taiwan markets as a control group. Author deeply hopes in the near future to see more and more successful cases to bring continuous prosperity and progress for both Korea and Taiwan. |
